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Regional competitive benchmarking

In 09/10 the Asia Pacific customer loyalty research program was extended to operating companies, including Fuji Xerox Australia. The survey covered all customer segments. We chose to participate as a pilot. However the value of the findings are such that we are considering a longer term commitment to the study and will refine its approach to ensure even greater insight is provided.

This research is designed to assess overall customers' experience and their satisfaction with our products and services. It is also focused on the unique business relationship respondents have with their brand or manufacturer in order to better understand the contributing factors in building customer loyalty. The research assessed the competitive strengths and weaknesses of our products and services by surveying key competitors in the Australian market on similar indicators.

The survey provides a loyalty index, which is defined as the percentage of customers who rated the brand highest at 8, 9 or 10 on all three key measures — overall satisfaction, likelihood to buy additional products and strong advocacy of the brand.

The loyalty target for 10/11 is set at 85 percent. In order to achieve the 8 percent increase required on the current 77 percent loyalty index, we will need to address weaknesses in billing and invoicing, which have already been identified in our office customer satisfaction surveys. The survey identified that Fuji Xerox has an excellent advantage over competitors in terms of brand image, which is a key factor underpinning the strong loyalty of our customer base.

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